Pricing Strategy in Airline Industry (Comparison Between Easyjet and British Airways) Essay Example
PRICING STRATEGY
Easyjet Essay
Hanoi, January 12, 2011
From: Trinh Phuong Thao
To: Miss Thuy and Miss Dung Hue, Integrated Business lecturers
Subject: Easyjet Essay
Table of content
Introduction………………………………………………………………………………………..2
Role of pricing…………………………………………………………………………………….3
Easyjet fare fluctuation…………………………………………………………………………..5
Easyjet and British Airways pricing strategies……………………………………………………7
Conclusion……………………………………………………………………………………….10
Recommendation………………………………………………………………………………...11
Reference………………………………………………………………………………………...12
INTRODUCTION
In the airline industry around the world has appeared low cost carriers as major players who have created huge changes in the original service and pricing strategy. Easyjet is one of the most successful low cost short-haul ones in England as well as European. Along with the development of airline industry and the increase of air traveling demand, low cost flights become more and more common attracting much effort to research pricing strategies in this field in order to reach improvement opportunities. There are some different methods about the way carriers hold their flights. Studying this issue can help managers understand clearly how the prices of low cost airlines in fact could be opposed with normal ones, so they can adjust their oriented goal to achieve good performance. On the other hand, this essay provides a chance to challenge the role of pricing within four Ps of marketing mix and see its actual level of importance in the business environment. Therefore, it will bring marketing theory into reality, which shows the necessity to be flexible applying theory into changing business situation. Generally, this essay gives out the mode operation of two airline companies heading to different priorities when they offer their products. It will study and represent the result of the comparison between a low cost carrier and a normal one.
ROLE OF PRICING
Easyjet Essay
Hanoi, January 12, 2011
From: Trinh Phuong Thao
To: Miss Thuy and Miss Dung Hue, Integrated Business lecturers
Subject: Easyjet Essay
Table of content
Introduction………………………………………………………………………………………..2
Role of pricing…………………………………………………………………………………….3
Easyjet fare fluctuation…………………………………………………………………………..5
Easyjet and British Airways pricing strategies……………………………………………………7
Conclusion……………………………………………………………………………………….10
Recommendation………………………………………………………………………………...11
Reference………………………………………………………………………………………...12
INTRODUCTION
In the airline industry around the world has appeared low cost carriers as major players who have created huge changes in the original service and pricing strategy. Easyjet is one of the most successful low cost short-haul ones in England as well as European. Along with the development of airline industry and the increase of air traveling demand, low cost flights become more and more common attracting much effort to research pricing strategies in this field in order to reach improvement opportunities. There are some different methods about the way carriers hold their flights. Studying this issue can help managers understand clearly how the prices of low cost airlines in fact could be opposed with normal ones, so they can adjust their oriented goal to achieve good performance. On the other hand, this essay provides a chance to challenge the role of pricing within four Ps of marketing mix and see its actual level of importance in the business environment. Therefore, it will bring marketing theory into reality, which shows the necessity to be flexible applying theory into changing business situation. Generally, this essay gives out the mode operation of two airline companies heading to different priorities when they offer their products. It will study and represent the result of the comparison between a low cost carrier and a normal one.
ROLE OF PRICING